"The Sound of Porsche: Stories of the Brand". This is written on the window of a shop on 14th Street, right next to the High Line in Manhattan’s fashionable Meatpacking District.
The sound of Porsche, presumably the revving of engines,
you might well think.
In 2014, Porsche launched its unique pop-up store concept "The Sound of Porsche: Stories of the Brand" referring to an entirely new, interactive brand experience created in the form of a multisensory pop-up store.
The Approach: Don't sell a car. Tell a story.
The Porsche pop-up store, styled like a modern record store, is an innovative, interactive way of using multimedia to tell the story of the Porsche brand. The idea here is not merely to sell a car, as is the case in branch offices and showrooms – the primary aim of the pop-up store is to present a new, sociable way to make contact with people who are young or young at heart and let them experience the Porsche brand at close range.
"The pop-up store is a new kind of supplement to customary marketing activities. It will further enhance awareness of our brand in close cooperation with the local Porsche centers" says Detlev von Platen, Managing Director of Porsche North America, who is convinced by the unusual brand presentation.
Instead of just selling cars as in traditional showrooms or local dealerships, the pop-up store is divided into three areas.
At the media stations, visitors can watch sixteen specially produced films about the Porsche brand, including clips for Porsche enthusiasts, such as "Porsche Exclusive – The Most Personal Car" and "A Porsche Goes to Hollywood" with animated film star Sally Carrera.
The Design Corner provides visitors with a communicative space where they can sketch what they associate with the "Sound of Porsche". The sketches can be uploaded via #soundofporsche to social networks like Instagram competing for the best sketch.
In the Soundlab, the heart of the pop-up store and outfitted in the style of a sound studio, everything revolves around the famous Porsche 911. Visitors find the iconic 911 model embedded in an atmosphere that recalls an upscale sound studio.
Defining and Creating the sound for Porsche
In the Soundlab visitors stand in front of a Porsche 911. They can put it into three different audiovisual situations and take a virtual drive without getting into a car as they hear the real soundscapes of the test drive and see a 3D mapping on the 911. With the aid of an app developed by amp, Porsche fans have the choice between three scenarios, each lasting about 1:30 minutes: Metropolitan Melody (Miami), Country Cadance (Kaunertaler Gletscherstraße), Racing Rhythm (Nürburgring).
The Soundlab: our way to put the 911 in the driving context.
A multi sensorial brand experience.
After selecting a scenario, visitors watch the car on its drive by means of 3D mapping on the vehicle and hear it spatially in 7.1 surround sound thanks to a collaboration with audio hardware manufacturer Bose, which provided the audio systems. In addition to choosing the scenarios, visitors can also have the car run in sport mode with a sport exhaust system.
Each of the scenarios has a characteristic visual setting and, above all, a very characteristic, clearly different sound. The interactive experience of the car in various contexts is similar to a test drive, which would be impossible in reality. This means a great deal of value added for potential new customers and young people, for where else can you take a test drive in the mountains, in a city and on a speedway in only 4.5 minutes?
"A virtual drive experience experienced in a store is certainly better
than any app or microsite viewed in 3D glasses!"
(September 17, 2014 by Think Digitally).
In addition to the Porsche sound while it is moving through the various scenarios, visitors can immerse themselves in a soundscape featuring the background sounds of a city, speedway and mountain road when the car is not on a drive.
The entire Soundlab in "The Sound of Porsche: Stories of the Brand" project (together with the agency Avantgarde) was the work of amp, both the creative and technical aspects:
- Video production at Nürburgring, in Miami and on the Kaunertaler Gletscherstraße with each 9 Go-Pros cameras on a Porsche 911 and with a high-equipped sound recording (6 different tracks for different parts of the engine)
- Audio post-production (sound design, surround mix for Dolby 7.1 Surround).
- App development (iPad visitors app, backend sound surround player)
- 3D video mapping on the car
- Composition and production of the soundscape (Surround 7.1)
The result and its potential
With "The Sound of Porsche: Stories of the Brand" amp involves visitors, teletransports them into three different situations in spite of time, location or weather and returns them as Porsche prosuments thus fans.
With this emotional, brand-adequate experience, Porsche can most importantly appeal to a young audience and turn them into the Porsche drivers of tomorrow. Enthusiastic visitors who share their impressions and experience of the Soundlab on social media, as well as the overwhelming press response (for example New York Times), show that the Soundlab works effectively across cultures and continents!
The Porsche Soundlab leads by example by putting the car into emotional context and using the medium of sound to effectively tell a story that will not soon be forgotten.
Especially because "The Sound of Porsche: Stories of the Brand" steadily continues. Following the sensational launch of Porsche’s multisensory pop-up store in New York’s Meatpacking District in September 2014, the Soundlab was unveiled in London, Moscow and in Shanghai's luxurious IAPM Mall – featuring the likes of Stella McCartney, Alexander McQueen, and Alexander Wang stores. In 2016 Porsche will further expand the launch of its unique pop-up store concept mesmerizing fans in other metropolises.
"The Sound of Porsche: Stories of the Brand" continues …
stay tuned and go for another spin (we’ll spread the sound)!